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Have a good and addictive gameplayDifferent people will have different addiction, therefore, segment and target the one that you have most confidence in, or you think you have the correct game for themHave a good and viral mechanicsDraw Something app, most people play it, but why is it so popular? It’s not the gameplay itself that attracts people, but it is the social element that makes people addicted to the gameHave bothDon’t be thrilled and thought that you have the best of both world!! You still can fail The tech, the graphics and other factors can contribute to your success/failure of the game
Which one to use? There no which one is the best, it all depends on what you need. For some beginners, they need advice from industry expertise advice to analyze the results of the data, then consultancy is what you will need, these data will tell you more about your audience, what they like, whether they like it or not, and whether they are playing often enough. That’s where you can start figuring out whether the initial positioning of your game is right or wrong. What to look out for? In terms of economical value, make sure you don’t pay for something that cost you most than you earn. That’s common sense. And look out for any hidden cost.
In the previous slide, I have this funnel for social game, let us divide this funnel into 3 parts. Marketing/User Acquisition, game design, and monetization. These 3 components will be our indicators of how we choose the analytics tool.
There is an chinese saying that we should prescribe medication based on the diagnosis, which also mean we will have to solve the problem or improve on our products by investigating into the weakness.
First off, the numbers are impressive. Mobile phone and tablet gaming sales in the U.S. reached $898 million in 2010, more than doubling since 2005, and Mintel forecasts that revenues will reach $1.6 billion by 2015. This prediction is in line with eMarketer’s report that mobile gaming revenues are expected to reach $1.5 billion by 2014. With increasing smartphone sales, a growing tablet market and increasing advances in mobile device and game development, this industry is sure to get more interesting in the coming years.
The freemium model has potentialOne of the biggest tasks in marketing a mobile game is to figure out which revenue model to use: free (ad-supported), freemium (free download with in-app purchase options) or paid (one time fee for a full-featured app). Tablets Gamers Download & Play More – with its bigger screen and portability, it’s not a surprise that tablets gamers are more active playing gamesUsers Crave Multiplayer & Social FeaturesLet’s name a few app which are hugely successful with this features: WhatsApp, DrawSomething, Words With Friends etc. These are the living proof to support the importance of social features. Word of Mouth is the key driver for game downloadsFrom Friends: More than 50% of mobile game-playing adults learn about new mobile games from friends and family.In App Stores: About 40% of adults learn about new games within app stores, where hot lists, rankings and user reviews are highlighted.On Social Sites: 25% of adults hear about new mobile games via social media sites.Hit games can come from anywhere Using the favorite example again, Draw Something, by OMGPOP, the company went from the brink of closure to USD 180 million acquisition. It did not started as a big developer but end up growing real big. It is not necessary that hit games only comes from big developer, though the end result that hit game might belong to the big developer.
Zynga acquire omgpop
Game Analytics SiTF (David vs Goliath)
SiTF presents:David versus Goliath Business Analytics The Game Changer in the Game Industry
Dated back to Simple 3100BC Simple Dice Dice Chess Playing Cards Poker, Bridge… Role Playing Games Dungeon & Dragon Board Games Monopoly Arcade s Collectable Trading CardNetwork Games Games Diablo MMORPG Casual WoW GamesBejeweled AchievementWeb Browser System XBox Games Social Network Games
DEVELOPER DISTRIBUTION Where would you stand? Woof! SocialTimes: Distribution of developers/ publishers on Facebook
KEY SUCCESS FACTOR BETT ER DATATechCrunch: Video: Zynga CEO Mark Pincus Pitches IPO To Investors
HOW DO THE NEW ENTRANTS COMPETE?1. GAME DESIGN FOR TARGET AUDIENCE2. MONETIZATION FRIENDLY3. SOCIAL FRIENDLY4. TRIAL & ERROR DEVELOPMENT CYCLE METRICS
KEY TRENDS THAT INTERSECTBUSINESS ANALYTICS OF GAMING 1. PURPOSE TO ACQUIRE USERS TO OPTIMIZE WORKLOAD TO MANAGE ADVERTISING TO PROMOTE FUNDRAISING TO INCREASE REVENUE TO SPREAD THE WORD MAINTAIN USERS MANAGE INFRASTRUCTURE NEEDS
Zynga has usedanalytics extensivelyto perfect games andimprove gameplay.
How Metrics Come into Play..#1 ENTRY EVENT DISTRIBUTIONMeasures – First action a user takes in asessionMetrics – Distribution of entry eventsAction – Test to see which entry events arethe most effective at bringing users back
Metrics#2 VIRAL MESSAGE CTR/CONVERSION Measures – Messaging click-through rates and install conversion Linearity – Non-linear (1/1-x) Metrics – Click-through rates (direct messaging channels), post-to-click ratios (broadcast channels), conversion to install Action – A/B or Cohort testing of content
Re v e r s e De s i g n i n g Design a GameIdentify Traits & Characteristics Target a Market Segment
Combination of All Factors What are the times most Pricing Sales Performance people are on Facebook Playing Games?Virtual Real High Low Day or Night? During work? During lunch time? Weekend? Currency VS IT’S 24/7! Difference Plants Building & Demographic
Where are we heading? Forecasts: Smart phones overtake Standard mobile phone in 2013 Source: http://mashable.com/2011/07/13/mobile-gaming-trends/
Trends Shaping the Mobile Industry • The freemium model has potential • Tablets Gamers Download & Play More • Users Crave Multiplayer & Social Features • Word of Mouth is the key driver for game downloads • Hit games can come from anywhere